A YouGov report has found that UK sports fans expect stadium catering to be over-priced, unhealthy and of limited choice.
Two thirds (64%) of people that had been to a major sporting venue in the last two years agreed with the expectation that only fast food such as burgers or chips would be available at the venue, compared to 17% who disagreed.
This number rose to 71% at major football stadiums.
A further 60% of the sports venue visitors expected the food would be unhealthy, compared to 11% who disagreed. Only 12% believed the food would be of excellent quality and just 11% said it would be good value for money.
On their most recent visit to a major sports venue, three out of five (60%) ate meals at home before or after the event, showing the preference to avoid eating in the stadium.
“At sports venues. there’s a huge opportunity for vendors who take the necessary steps to ensure greater variety, better quality and healthier options, so that buying food at a sporting event is an enjoyable part of the experience,” said YouGov’s research manager Tom Rees.
Price is a clear issue for many, with nearly 60% saying they would like to see lower prices.
They also want greater choice: 16% of those who always/sometimes buy food when visiting sports venues, did not do so on their most recent visit, say nothing appealed to them. 43% of the sports venue visitors would like to see a greater variety overall with ethnic and vegetarian food suggested by respondents.
More than four in 10 sports venue visitors say they are uneasy about a lack of healthier choices and poor quality ingredients in stadium food, while 41% worry about food standing around for too long.
A third (33%) are concerned that food is not cooked properly, while a quarter (25%) have misgivings about where the food is sourced from.